There’s always some international day, national holiday, big event, or religious festival coming up. From Chinese New Year to Valentine’s Day to International Women’s Day to Easter to…well...you get the point.

Trying to create content for every event going would almost be a full time job in itself, and it really wouldn’t be the best use of anyone’s time. If you’re only ever creating seasonal content, everything you create will have a short shelf life. Sure, you can recycle some of it in 12 months, but isn’t it better to create content you can use any time of year?

I think so.

But while I’m a huge fan of evergreen content, there is also a place for seasonal content. You just need to be selective about which seasons, holidays, events and festivities you focus on.

And that will depend what type of business you have. What do you sell and who are your ideal clients?

If you think a Black Friday promotion is going to appeal to your customers, run one. If you have no reason to randomly discount your services, why bother?

If you get extra busy in December and need people to book early to avoid disappointment, let them know well in advance. If business drops off a cliff in the summer holidays, maybe that’s a great time to run a promotion.

It really is up to you to decide.

But if you do want to create seasonal content or run promotions at certain times of the year, plan in advance.

I think September is too early to sell mince pies, but there must be a market for them because they seem to hit the supermarket shelves earlier and earlier each year. So I guess if you want to start posting about Easter in November, you could. I probably wouldn’t recommend it though.

What I would recommend is putting yourself in the shoes of your ideal client. When will they be most receptive to your seasonal marketing message.

Too early and they’ll probably ignore it. Too late and it’ll lose it’s impact.

And that’s why it’s worth planning ahead and planning your message.

Work backwards.

December 26th is a bit late in the day to share a blog post about how to manage the Christmas party season as an introvert. That post would get more engagement at the end of November and beginning of December.

So ideally, you’d need to have it written and ready to go by mid-November, so you can give it a final once over before it goes live. And, depending on how you approach blog writing, you would probably want to schedule time in to work on it end of October or beginning of November.

And it really is that simple. Start with the end in mind and work backwards. Don’t wait until next month to start planning next month’s content. Start thinking about your seasonal content at least two months before you need it so you can plan sufficient time in to create it.

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